17, the cosmetics brand owned by UK retailer Boots, is launching a campaign by Mother which sets out to associate the brand with new music.
The activity links the brand with 17 and up-and-coming bands and solo artists who have been commissioned to write songs and make music videos which convey the feeling that 17 make-up products elicit.
The first collaboration links the band Summer Camp with 17's Magnetized Nail Polish, a nail polish fitted with a magnet. The song, entitled 'You Might Get Stuck On Me', was written by Summer Camp especially for 17. In order to hear it, consumers will be directed, via press ads, PR and online display, to 17's recently launched Facebook page, which will feature the full song and video along with information about the band and product.